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ORLANDO VERSION - Amanda

The misconception of the Spanish/Hispanic market of the Miami Metro.
by

AJ Punjabi

on 11 February 2017

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Transcript of ORLANDO VERSION - Amanda

Money is Bilingual
In Orlando
The new reality of the Hispanic Market in the Orlando Metro
OVER 375,000 are Bi-lingual or Speak English.
Only 5% of the Orlando Metro population has not been fully Acculturated
You don't need to buy Spanish-only media

TO REACH THE ORLANDO HISPANIC MARKET

Listen to Non-Spanish Radio Each Week!
HISPANICS
IN METRO ORLANDO
In the 1900’s European immigrants would force their children to forget about the customs of the “old world” and “just be” Americans – this was a process of assimilation
In order to understand this market better, one must also understand the concept of
"Acculturation"
To acculturate means to incorporate or acquire a new culture without foregoing another one
Hispanics do not “assimilate”, they “acculturate”. They do not let go of all customs and/or language but merge them with their new surroundings
that means
95%
of Orlando's Hispanic Population is
Bilingual
or English speaking.
The Disparity In Household Income Amongst These Subsets Is Also Staggering
Bi-lingual
Spanish Only
$63,225
$32,498
Bilingual households in Orlando Metro earn
$30k more
annually than Spanish only speaking households
Therefore a majority of the Spanish/Hispanic population of Orlando,
DOES NOT RELY
on Spanish-Only Media for their Music & Entertainment!
Despite this information, many continue to purchase Spanish-only radio to reach the Spanish/Hispanic population of Orlando metro.
Of the Spanish/Hispanic segment,
70,100 Speak Only Spanish
Average HHI Amongst The Spanish/Hispanic Population P18+
Hispanics by Country of Origin in Orlando
"So what does this mean for marketers trying to communicate to Hispanics across the U.S.? Well, on a macro level, it means that a marketing strategy solely based off Mexican insights or with copy delivered by Mexican actors executed in high-Hispanic / non-Mexican regions could possibly alienate your desired audience."
Of the 1.5 million 18+ adults in Orlando, over 445 Thousand (29%) are of Spanish/Hispanic origin
In Orlando, Money is
Bilingual
S
B
C
R
ize
alance
apabilities
esults
provides
Scarborough Consumer Research: Orlando, FL 2015 Release 2 Total (Aug 14–Jul 15)
Scarborough Consumer Research: Orlando, FL 2015 Release 2 Total (Aug 14 - Jul 15)
Scarborough Consumer Research: Orlando, FL 2015 Release 2 Total (Aug 14–Jul 15)
Scarborough Consumer Research: Orlando, FL 2015 Release 2 Total (Aug 14 – Jul 15)
Scarborough Consumer Research: Orlando, FL 2015 Release 2 Total (Aug 14 – Jul 15)
Hispanic 6+ Population
Mexican (9.9%)
Puerto Rican (51.0%)
Cuban (8.0%)
Dominican (Dominican Republic) (7.7%)
Central American (6.0%)
South American (15.9%)
Source: Nielsen Radio eBook, Orlando PPM, Feb16. Population estimates are from the American Community Survey 2008–2012, Published Tables and Public Use Micro Data, Census Bureau, Washington D.C.
Source: Oct 15 – Dec 15, Nielsen, Metro Orlando, M–Su 6a–12m, Wkly Cume Rating, P18+
Black 64.5%
Hispanic 16.5%
General Market 19%
Black 8.9%
Hispanic 19.6%
General Market 71.5%
Black 23.0%
Hispanic 12.5%
General Market 64.6%
Black 10.0%
Hispanic 18.4%
General Market 71.5%
Black 40.3%
Hispanic 29.6%
General Market 30.1%
Black 5.6%
Hispanic 13.9%
General Market 80.6%
Black 11.3%
Hispanic 19.4%
General Market 69.3%
Source: Oct 15 – Dec 15, Nielsen, Metro Orlando, M–Su 6a–12m,
Wkly Cume Persons, P6+
57%
of the general Orlando market

can be reached by CMG Orlando Radio
each week
Source: Oct 15 – Dec 15, Nielsen, Metro Orlando, M–Su 6a–12m, Wkly Cume Rating, P18+
Spanish/
Hispanic Origin
447,212
Non-Spanish/
Hispanic Origin
1,109,614
1,556,826
Those Who
Only Speak
Spanish
70,121
Spanish/
Hispanic Origin
447,212
Population of Adults 18+ in Orlando, FL
1,556,826
Bilingual -
Speak Both
Spanish & English
or Speak English
377,091
Non-Spanish/
Hispanic Origin
1,109,614
Spanish/Hispanic Origin BILINGUAL
377,091
Spanish/Hispanic Origin SPEAK SPANISH ONLY
70,121
Non-Spanish/Hispanic
1,109,614
95%
5%
or English Speaking
CMG Orlando Reaches Bilingual Hispanics
46%
46% of Orlando’s
Bilingual Hispanic
market is reached
by CMG Orlando Radio
each week
53%
53% of Orlando’s
English Dominant Hispanics are reached by CMG Orlando Radio
each week
34%
34% of Orlando’s
Spanish Dominant Hispanics are reached by CMG Orlando Radio
each week
WCFB
HD2
WCFB
HD2
NEARLY
CMG Orlando Reaches English Dominant Hispanics
Source: Oct 15 – Dec 15, Nielsen, Metro Orlando, M–Su 6a–12m, Wkly Cume Rating, P18+, Ethnic = Speak Spanish and English
Source: Oct 15 – Dec 15, Nielsen, Metro Orlando, M–Su 6a–12m, Wkly Cume Rating, P18+, Ethnic = English Dominate
Source: Oct 15 – Dec 15, Nielsen, Metro Orlando, M–Su 6a–12m, Wkly Cume Rating, P18+, Ethnic = Spanish Dominate
CMG Orlando Reaches Spanish Dominant Hispanics
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